Valad Property Group
Increase investment with a clear and consistent message
“As a result of the searching Cognac process, the business development priorities and corporate communications are now completely aligned. The demand for the Big Picture from within the
business is high as our people recognise its value.”
Nigel Mogridge, Head of Marketing, UK, Valad Property Group
Valad Property Group resulted from the merger and acquisition of several companies which took place over the last eight years. Investors know individuals within the company but they don’t know Valad as a whole. There is a need to present a clear and united message around Valad to reinforce the stability of the company.
Valad Property Group is an active fund and asset manager with a focus on multi-let commercial and industrial properties. The core business is providing enhanced property returns to investors through value-adding activities. The challenges within today’s property market require many people within Valad to be involved in bringing in new investment. It is vital that they have an accurate and consistent message to communicate about Valad in order to attract and retain investors.
Our interviews showed us that Valad were relatively unknown and the market perceived their diversity as a weakness.
The core message addressed at the top of the big picture captured the blunt elevator pitch that Valad work hard and add value at every stage of property investment. Their credentials, displayed ‘by the way’ at the top of the big picture, underline their credibility.
The message within the big picture was used to overcome the market prejudice by illustrating the added strength that Valad gained from its diversity in three sectors of property management, and the expertise that three different specialist teams could share with each other. Showing their diversity as a strength pulled together each of the sectors enabling them to understand their relationships and value to one another. This gave a united message that was easy for each sector of the business to communicate externally.
The value of Valad’s diversity is shown against the measure of market timing – enabling a strategic shift in focus as required; multi let – diluting the risk of vacancy; intensive management – knowing the market from the ground level up; and global fluency – a global reach enabling access to capital across the market cycle.
By using a visual message with basic language the core strengths of Valad can be understood and communicated by everyone within the business. The message of strength, hard work and value take a clear united proposition to every area of the marketplace.
Valad ambassadors are now equipped to present a clear and consistent message to potential investors.
The big picture process to clarify and align their message has also given senior management a better understanding of the company direction.
“The Big Picture has distilled out the essence of the Group’s various activities, rather than condensing them down to a vaguer summary of the sort we had been using hitherto. This is invaluable since we can only gain the confidence of potential investors if they understand what we do and why that will benefit them.
As a result of the searching Cognac process, the business development priorities and corporate communications are now completely aligned. The demand for the Big Picture from within the business is high as our people recognise its value.”Nigel Mogridge, Head of Marketing, UK, Valad Property Group